Enhanced attribution with AppsFlyer’s pre-install measurement

By Danielle Nissan
Increase pre-install attribution accuracy with AppsFlyer - square

Do you know how many apps are in the Google play store? As of Q1 2021, there are 3.5 million apps! It’s no wonder that for advertisers today, getting users to discover apps is not an easy task. One way to overcome this barrier is by entering into agreements with manufacturers and mobile carriers to sell devices with their app already downloaded onto a device. 

Pre-loaded or pre-installed apps allow you as an advertiser to promote titles on mobile devices through pre-existing contracts with mobile manufacturers and carriers directly.

Engaging in these agreements enables you to gain access to millions of users who constantly activate new devices on a monthly basis. With the apps pre-installed onto their device already, much of the friction from the app discovery process is removed, thereby increasing adoption and awareness of these apps, simplifying the implementation work, and providing a great source for instant engagement and installs.

In today’s fiercely competitive and crowded app space, it’s important to always be on the lookout for growth opportunities, especially expansion into new markets with the acquisition of new users. Pre-install measurement provides just that for some of the industry’s biggest brands.

Think about the value of having such prime real estate on a user’s device home screen. How much more likely are users to explore the apps already installed on a device? Very likely, and it’s a great experience for users who just activated a brand new device.

Maximizing your next marketing dollar 

You may be looking to measure pre-install campaigns as you do with any other user acquisition activity in order to maximize your marketing budget and optimize performance across channels.

Previously, limited visibility into these pre-installs may have led to incorrect budget allocation and decision-making. By providing the full picture into the user actions, you can make the right decisions on how to properly maximize your marketing budget.

With AppsFlyer, you can now compare the number of installs attributed to pre-install campaigns to numbers coming from other UA campaigns.

Regardless of what method you choose, AppsFlyer has got you covered

AppsFlyer has supported pre-install attribution for a while now, with APK pre-install attribution relying on a dedicated APK installed by the OEM at the factory.

Whether an advertiser chooses to work with a partner in advance to pre-installing an app at the factory or using Google play auto install to pre-install an app via the cloud, AppsFlyer will support attribution from both methods.

Mobile carriers and mobile vendors are using the Google Play Auto Install (PAI) to pre-install apps. With PAI, when a user activates a device for the first time and enters the device set-up wizard, set of applications are delivered to device from the cloud and are installed automatically from the cloud (based on a set of rules  by the pre-install partner).

When the user launches a pre-installed app for the first time, the Appsflyer SDK detects and reports to the AppsFlyer server that this app was pre-installed via Google PAI by the OEM partner. Attribution logic is then applied and grants the pre-install campaign the highest attribution priority.

Google Play Auto Install (PAI) journey

Insight into the future

Looking ahead, AppsFlyer will provide visibility into the time from when a device was activated to the time when an app was first launched. Meaning, AppsFlyer will first record how many devices were activated by a certain partner with the app pre-installed on the device and then when the device gets first launched, AppsFlyer will accredited the OEM partner that drove the pre-install.  In addition, if there were any ad engagements by the user during that time, those ad networks will be accredited for those assisted installs.

In this way, AppsFlyer will provide visibility into the full user journey not previously exposed to our customers. In addition, you as an advertisers, will be able to see campaigns that did not lead to an app launch, which will enhance your optimization efforts.

How to get started

Head over to the partner integrations tab to add your OEM partner and enable pre-install attribution today

As an AppsFlyer customer, you are granted access to this data in your aggregated reports and in raw data reporting. It allows you to further optimize existing KPIs, such as loyal users, retention, revenue, and more.

Take a look at our knowledge base article to start measuring pre-install attribution more precisely today. 

Danielle Nissan

Danielle Nissan is a seasoned digital marketer and mobile tech junky, who has been working in the advertising technology space for over 7 years, starting as a technical project manager and later, as a client success director at Kenshoo. She is now a product marketing manager, passionate about leading strategic initiatives through collaboration between clients, agencies, partners and publishers alike. Danielle is also best known for her excessive use of coffee in the office.

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